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COPYRIGHT DEPOSIT. 



o 



Altruism in 
Advertising 



— Concerning a 
Literature which 
Gompels Action 



Published by Lord & Thomas, of 

Chicago and New York, in the 

interest of Advertising 

as a Profession 



wW 



Copyright 1911 

BY 

Lord & Thomas 



All Bights Reserved 



©CI. A 2 862 












4 
N 



* 



Preface 

This book is an attempt to pay a Debt 

Its publisher is an Advertising Agency, 

That Advertising Agency is 38 years 
old, on present date of issue. 

The volume of business it placed 
rounded the Million Dollar Mark in 
1898— 

—In 1902 it reached $1,895,976. 

—In 1903 it attained $2,451,969. 

—In 1906 it rose to $3,196,054. 

—In 1910 it became $6,172,364.53. 

We are pleased, proud, and thankful 
because of all this. 

We admit owing much to the Business, 
or Profession of ' 'Advertising" as a re- 
sult of it. 

And, being always willing to pay 
promptly whatever we owe, we have 
prepared and published this small book 
as an altruistic effort to repay something 
to Advertising. 

It is our mite, contributed toward en- 
larging the dignity of a Profession the 
Intellectuality and Power of which are 
as yet too little understood. 

LORD & THOMAS. 



That modern Aladdin's 
Lamp— called 
"Advertising" 




That modern Aladdin's Lamp 
—called "Advertising" 

A Literature which compels Action 

"Great is he who can change my state of my mind!" 

NO WORD in the whole lexicon of our 
American-English is so little under- 
stood, in its larger meaning, as the 
word "Advertising." 

No vocation with such far-reaching 
control over the minds of millions is yet so 
poorly appreciated, in proportion to its limit- 
less capacity for good or evil. 

— To compel a definite Action on the part 
of millions whom he has never seen — 

— To cause the minds of these millions 
to work, in accord, upon an impulse which he 



transmits, via type, and sway them inexora- 
bly toward the goal he elects — 

— To determine in advance that, through 
his will and skill, they shall make a concerted 
movement toward a purpose or purchase they 
never previously contemplated, in direct re- 
sponse to his printed word — 

— That is the mission, privilege and 
power of the modern Advertising Man who 
can live up to his Opportunities. 

Great indeed is he who can Change the 
State of Mind of a Nation, in any direction. 

And, the able practitioner of true Ad- 
vertising possesses nothing less than this 
splendid capacity and opportunity to change 
the minds of millions, at will, through a kind 
of Literature which compels Action. 

Measure the foregoing against the usual 
achievement of Literature in its other and 
better understood forms. 

Compare, for instance, its difficulties and 
its actual tangible accomplishments with those 
of Fiction, or Editorial work. 



12 



The Test of the Golden Shower 



THE professed Literary Man writes to 
either amuse, entertain, or instruct 
his Readers. He may choose his 
theme for its adaptation to any of these pur- 
poses. And he will, of course, choose a 
popular one which already has a foothold in 
public favor. 

If he be an Editorial Writer, or News Re- 
porter, he will deal with some subject which 
is already well in the eye of the Public — timely, 
full of native interest,— reasonably sure of a 
reading and appreciation through public in- 
terest in that SUBJECT itself. 

If he be a Magazine Writer he will elect 
for his theme some situation rich in human 
interest, — around which he can build a story 
to enthrall his Readers. 

The Public buys Magazines, Newspa- 
pers, and books of Fiction because it wants to 
read certain kinds of Articles found therein. 

And, — when the Writers of these Ar- 
ticles have succeeded in amusing, entertain- 
ing, or informing the Reader, their mission 

13 



has generally been fully accomplished, their 
task honorably discharged. 

Compare this with the task of the Ad- 
vertising Man. 

His subject is arbitrarily chosen for him 
by the hard necessities of a commercial case. 
He has little voice in its selection. 

Usually that subject is, in itself, dry as a 
bone — staled by much use, — discounted in ad- 
vance by Readers because of its known com- 
mercial purpose — 

Moreover, — his work is likely to be seen 
only after the Reader's first appetite for 
reading has been satiated by perusal of the 
current news or the literary features for 
which he or she had frankly purchased the 
publication. 

Against all these enormous handicaps 
the Advertising Man must compete — in inter- 
est — with the literary features of fiction or 
fact, if he is to command a reading at all. 
This, because there is usually more reading 
matter in each publication than the average 
person can spare time to cover, — exclusive of 
the Advertisements. 

Out of that dry commercial subject he 
must first develop a human interest which 

14 



will appeal to the class he aims at, in order to 
compel a reading by those who had little or no 
desire to consider his subject. 

Next, he must lead the Mind of his 
Reader up to appreciation of, and desire for, 
the Product he has to sell. 

After this comes his hardest task of all, — 
viz. , to offset, with earnestness and conviction, 
the native suspicion Readers have of Adver- 
tising statements, resulting from long abuse 
of their confidence by many Advertisers 
who once had the fatally mistaken notion 
that Advertising, and "a license to Prevari- 
cate," meant the same thing — ''Caveat 
Emptor." 

To dispel that Suspicion — and to inspire 
Confidence enough on the Reader's part, so 
that he will put his hand into his pocket and 
spend hard money for something that he did 
not before want (as a direct result of what 
he had just read) is an achievement so handi- 
capped and so impressive that the difficulties 
of writing to merely entertain pale into insig- 
nificance beside it. 



15 



Dynamic Force in Advertising 

TO MAKE a man vote as you want him 
to vote — costs him nothing in Coin of 
the Realm. 

But, to make him buy your $5.00 Article 
a thousand miles away through Mail Order 
Advertising , for instance, costs him five cold 
Dollars in real tangible coin. 

The average man or woman being prone 
to stop short when to go further costs real 
money, it will be evident that the Conquest of 
Advertising over his or her mind must be very 
complete before the written message results 
in any such financial Climax. 

And that Climax is the only thing the 
able Advertising Man is satisfied to achieve— 
the only thing which the Advertiser who 
knows his rights, is willing to pay a fraction 
of his returns for. 

Be the advertising ever so interesting, 
ever so informing, ever so cleverly written — 
even though it leads thousands of people 50% 
of the way toward the Climax aimed at, it 
must be reckoned a failure unless it actually 

16 



and ultimately produces the Cash, in sufficient 
volume to pay a handsome profit over the cost 
of the Merchandise, plus Advertising Space 
and Service. 

To be able to do this every time, with 
practically every subject undertaken, is the 
supreme test to which The Higher Advertis- 
ing can be put, and is being put. 

And, to those few practitioners of the 
Higher Advertising who can do it the pro- 
fession of Advertising offers reward beyond 
that paid by probably any other for similar 
effort — reward which must increase yearly 
with a fast growing appreciation of the 
ability, experience, analytical power, percep- 
tion and concentration, such work requires, 
in order to be able to produce it. 

So, some of the greatest minds now 
developing in our Universities may well look 
toward this new "Profession" of Advertising 
as one which can utilize and will pay for the 
best brains, in America. 

Now the object of this Article is not to 
directly sell Advertising. 

It is to obtain for Advertising the public 
appreciation it deserves. 

Also, to attract into its ranks more of 

17 



the brainy men whose careers are now tied 
down by overcrowded conditions in Law, 
Medicine, Engineering, etc. 

"The Higher Advertising" has room 
for such men. 

It has honor, as well as high financial 
reward for them. 

It has scope for the greatest Ability as 
well as for the tallest Ambition. 

Great is he who can change the State of 
Mind of millions via type by means of a few 
vitalized sentences caught with that subtle 
force which compels Action. 



When Aladdin's Lamp 
Commands 



THE Higher Advertising" here referred 
to makes no claim to being a recent 
discovery. 
But, a few instances of it may never- 
theless prove interesting. 

Six years ago a well-known Advertising 
Man undertook to produce for us certain defi- 

18 



nite results from test cases on "that literature 
which compels Action/ ' 

One of these test cases was to be on a 
Mail Order proposition which we had handled 
for years, and which had already made the 
Advertiser wealthy. 

The article advertised cost the Consumer 
Five Dollars with no return privilege. In- 
quiries for it, through Mail Order, were then 
costing him about One Dollar each. 

The Advertising Man referred to under- 
took to produce the same grade of Inquiries, 
with the same ratio of Sales from them, at 
one-fourth less cost. This — using the self- 
same mediums, for the self-same article, on 
the self-same price and conditions of sale. 

As the Advertiser was spending approx- 
imately $6,000 per month, for space, an in- 
crease of 25% in Inquiries from that same 
space meant $1,500 per month more returns 
each month that the new Copy would have to 
earn than the best previous Copy available if 
the Advertising Man made good on his claims. 

It took him three weeks to produce one 
short piece of Copy which he considered good 
enough to accomplish the pledged result. 

At "Space-rates" (as Reporters write 

19 



news) this would have been worth about Two 
Dollars. 

But, that one piece of Copy during the 
Six years it has Continuously run has been 
worth to the Advertiser, in additional profits 
over $150,000 more than could have been 
earned in same space without it. 

It reduced the cost of equally good In- 
quiries to an average of about 32c. each. 

— This as against previous cost of about 
$1.00 each. 

The client's $6,000 per month for Space 
thus earned as much, each month, with this 
one piece of Copy as $18,000 would have 
earned through continued use of the next 
best copy that preceded it. 

That single piece of Copy has now been 
running continuously for six years because no 
other of the fifty pieces tested against it has 
ever approached it in result-production. 

Is it worth while to plan and write "a liter- 
ature which compels Action" for six years, 

like this? 

* * * 

Another Advertising Man of note has 
accomplished through it a success so great as 
to be almost incredible. 

20 



He came to our notice through an 
achievement as remarkable as it was con- 
clusive. 

A National Advertiser, whose product 
was marketed through Retailers, had lost over 
Sixty Thousand Dollars through Advertising 
that product with the usual Advertising Copy. 

He had then to either retire from the 
Advertising field and pocket his loss, or dis- 
cover some one who could show him the way 
back to recovery and profit. 

He found this Advertising Man who 
was sure enough of his ability to make most 
of his fee a contingent one. 

Under the proposed arrangement the 
latter would himself have lost money until he 
had recovered for his Client, in profits , the 
entire $60,000 previously lost. 

After that he was to share in the profits. 

Within two years, through Sales-Com- 
pelling Plan and Copy, he not only recovered 
the $60,000 lost but made for his Client, and 
for himself, over a Million dollars more in ad- 
ditional net profits — 

— All that from what had been previously 
a failure. 

The fact is well-authenticated. 
21 



He has since duplicated, in large degree, 
that marvelous success for several of our 
clients on goods as staple as Soap and as 
luxurious as Automobiles through a deep 
understanding of human nature, and a skilful 
use of "that Advertising which compels 
Action. " 

Is it worth while to sway millions of 
People to a buying Climax, as the Thought 
and Plan of this man sways them? 



A third Advertising Man has had the 
audacity and ability to profitably sell LUM- 
BER— by Mail — Sashes, Doors, etc. 

Can you conceive of a line apparently 
less susceptible to Mail Order Advertising? 

Well, here's the result — 

With a modest enough appropriation, 
increased only through profits derived from 
sales, that Lumber business of our Client grew 
from a volume of $300,000 per year to over 
$750,000, in one year. Sales direct ta Con- 
sumers, — by Mail only. 

And the entire advertising appropriation 
which produced that increase of over 150% in 
volume came (after the first $5,000 invest- 

22 



ment) out of profits derived from the Cash 
Mail Orders as they grew. 

We cite these particular instances only 
because they happened to come within the 
scope of our own personal knowledge. 

One object of this article is to discover 
and invite to our Staff more of just such 
ability as produced the foregoing results. 

Also to show possessors of such ability 
that here is a liberal appreciation of its worth, 
its rarity and its supreme importance. 



Philanthropic Uses of 
Advertising 



THE day is not far off when wider fields 
of action than the strictly "Commer- 
cial" must claim the aid of Advertis- 
ing to advance great and good Causes. 

Philanthropy should be among the first 
of these. 

The "Higher Advertising"— could hard- 
ly find a more efficient use than here. 

Not the mere platitudes, commonplaces, 

23 



and generalities that pass current today as 
" Advertising.' ' 

But, that other kind of Dynamic Litera- 
ture (either General or Mail Order) which 
compels action. 

Consider that the self-same kind of 
Thought, Plan and Writing which could make 
people spend money for something they did 
not previously want, could make them SAVE 
money, if it be the purpose of the Advertising 
Man to make them Save. 

It could cause people to go to Church, — 
make them more Charitable, more Kind, 
Sober, Honest or Industrious, — all through 
skilful use of that Higher Advertising which 
compels Action. 

Consider how much Andrew Carnegie's 
magnificent donations to Libraries could be 
enhanced in value to the world, jfhe would 
spend a half -million dollars per year in the 
"Higher Advertising" to make ten times as 
many people want to USE these Libraries. 

Consider the enormous advantage to this 
most extravagant of all nations if John D. 
Rockefeller were to appropriate a half-million 
dollars yearly for such Advertising to in- 
fluence "Thrift," in the same way as expen- 

24 



diture for certain advertised articles of lux- 
ury is influenced, — or through continuous 
training of the masses, via type, to eliminate 
the Great White Plague. 

Either can be done — positively. Only 
Mr. Carnegie's or Mr. Rockefeller's say-so is 
necessary. 

The Y. M. C. A. might thus multiply its 
already great work ten-fold. 

The world could be made better, happier 
and more liveable, through skilful use of 
a broad, continuous, humanitarian campaign 
of "that Literature which Compels Action. " 

Advertisers, Advertising Men, and Good 
People everywhere who are interested in the 
subject of this Article are invited to express 
that interest and send us a line for further 
facts. 



25 



"Giving Hostages to 
Caesar" 




"Giving Hostages to 
Caesar" 



That Guarantee to Consumers which is 
called — ' 'Advertising ' ' 



THIS article we have published in the 
Saturday Evening Post, Collier's, etc. 
Not to sell Advertising,— though 
that is frankly our business. 

But we wanted to perform a larger duty 
today — 

We are just big enough now, we think, 
to do something altruistic — for the general 
benefit of a Cause we heartily believe in. 

We wanted to show people why it is 
wiser and safer to buy Advertised ■ 'Trade- 
Marked' ' products than the unadvertised kind. 

29 



Not because the popularizing of pro- 
ducts, through Advertising, makes them any 
more desirable, in themselves, to Consumers. 

Not that their greater prestige, through 
Advertising, makes them taste better, wear 
better or look better than unadvertised prod- 
ucts of similar sort. 

But, because the Manufacturer who 
trademarks and extensively Advertises an 
article thereby proves his own faith in the 
merit of that article, and practically puts up a 
Bond to vouch for it. 

Now you, Good People, — who co nsume 
merchandise, advertised and unadvertised, 
should know this — 

Manufactured Products vary with dif- 
ferent seasons, as they come from the can- 
nery, mill or factory, — in the nature of things. 

Crops may be light one season, heavy 
another, — with price of raw material in 
ratio. 

Labor Strikes may affect output of mills 
one season, create a scarcity of the goods and 
so raise the price. 

Mines may close down or run out, and 
so affect the value of metals used in certain 
articles. 

30 



All this means that a Manufacturer who 
sells unadvertised and unbranded goods can 
quietly take out of quality or quantity enough 
to compensate him for advance in his costs, 
to maintain a liberal profit 

— He can afford to do this because his 
goods are unrecognizable, and so he cannot 
be held directly responsible to Consumers for 
occasional or constant deficiencies in the pro- 
duct. 

Signing the Bond 



BUT, when he Trade-marks his product 
he practically signs his name to it, by 
which act the Consumer can punish 
him if he does not play fair. 

When he Advertises his Trade-marked 
product he goes further and ' 'Gives Hostages 
to Caesar, " — puts up at forfeit a large sum of 
money. 

Because, Advertisers know that the first 
sale of a Trade-marked Article to any Consu- 
mer, through advertising, costs practically all 
the profit there is in it, for introduction alone. 
He therefore knows that his ultimate 

31 



profit depends entirely upon the Article being 
sound enough, satisfactory enough, and good 
value enough, to command repeat purchases 
from the same person who bought it first 
through his advertising. 

In no other way can we get his Adver- 
tising money back, except through these 
repeat purchases that result from the merit 
of the goods themselves — after Advertising 
has once introduced them. 

Moreover, he knows that to lower the 
quality of his Advertised Trade-marked Pro- 
duct, even when his costs are higher, will be 
to lose a large part of the patronage he has 
built up, (at large expense probably) through 
years of Advertising. 

Because he knows that Consumers are 
quick to detect deterioration in a product they 
continuously buy, and having once lost confi- 
dence in it they are harder and more expensive 
to regain, through Advertising, than to hold 
through consistently good quality. 

So you see here's why the sufficiently 
Advertised Trade-marked Products are, at all 
times, a sure-thing for both Consumer and 
Retail Merchant to buy, — never a lottery as to 
quality, quantity or demand. 

32 



The Manufacturer has staked his entire 
Advertising appropriation of years (maybe 
$50,000 to $1,000,000) upon the judgment and 
approval of Consumers, whom he has led to 
expect certain qualties in his product, which 
qualities he has clearly defined in cold 
type. 

He dare not tamper with that judgment 
and approval, having once established it — 
even if he were disposed to do so. 

He has put himself on record in such a 
way that it would be ruin for him to hedge 
from the stipulated quality, in delivery. 

So he must, and in practically all cases 
he does, live up to the Specifications, to the 
very letter. 



The Reason- Why 

THAT is why his Advertising appropria- 
tion is the best possible Guarantee of 
his Product — a veritable Hostage to 
that modern "Caesar" who is the Consuming 
Public. 

The larger his appropriation, — the more 

33 



extensively advertised his brand, — the more 
he has at stake on Quality, Square Deal and 
full Satisfaction to Consumers. 

Every Advertising Manufacturer knows 
this — we believe. Every Manufacturer to 
whom we are Advertising Counsel and Agency 
assuredly knows it. 

Few, if any, Advertised Articles of gen- 
eral consumption sold through Retail Stores 
ever make a satisfactory net profit, from first 
sale alone to each Consumer. 

Because, it takes practically all the profit 
on that first sale to advertise and introduce 
the Article via Retailers. 

Right there you have the best reason in 
the world for buying Advertised Trade-marked 
goods. 

And here, on the other side of the fence, 
is where your risk comes in when buying 
unadvertised brands of goods. 

Many Manufacturers of Advertised 
brands put out several "secondary" brands, 
or grades, without Advertising them (for 
which brands the Retailer may of course 
charge first grade price if he chooses). 

Manufacturers sometimes must do this, 
in order to use up their "Second" quality of 

34 



material and their accumulation of faulty 
goods. 

These are the residue after careful selec- 
tion for their first grade (or Advertised brand) 
eliminated in order to make this latter grade 
uniformly good, so as to live up to the Ad- 
vertising without endangering its market and 
its ' 'Hostage" to Consumers. 

Unadvertised brands or grades naturally 
vary widely in their quality from time to time. 

Because, with these there is no check 
upon the Manufacturer, except that of the 
Retailer who through making a larger profit 
upon them is thus bought into silence. 

Of course you now and then get a really 
good product among these secondary brands 
or goods. This is due in some instances to an 
occasional surplus stock of good material which 
must be used up at times when demand is 
relatively slack. Best grade may then be put 
into secondary or unadvertised lines. 

But, the very next package you purchase 
of these unadvertised grades under same label, 
may be made from an entirely different lot of 
materials, vastly inferior in quality, and poss- 
ibly less in quantity per package. 

Have you noticed that? 

35 



Uniformity 

WELL, — the cause of all this variability 
and uncertainty of quality is clear 
enough, when you think it over. 

No real responsibility attaches to the 
unadvertised product. 

The Manufacturer has no Advertising 
Appropriation at stake behind its quality. He 
has not given any ' 'Hostages to Caesar/ ' 

He can start another unadvertised brand, 
of same kind, tomorrow, at practically no ex- 
pense but for new labels, if the existing brand 
be killed for profit, through inferior quality. 

All of which is everlastingly different 
with the Advertised brand, if that be robbed 
for profit. 

Because, the Manufacturer cannot, in 
any one season of ' 'robbing," recoup himself 
for the loss of a market with Consumers, 
which has been built up, at large expense, 
through several seasons of strong Adver- 
tising. 

Moreover, he knows that only the con- 
tinuous approval, demand, and appreciation of 

36 



Consumers for his Advertised brand can keep 
him clear of the larger Retailers, control over 
his reasonable profits and his future trade 
expansion. 

So — the Manufacturer who onc e Adver- 
tises his brand of Goods, in a sufficient way to 
influence Consumers, takes mighty good care 
to "stand by" the quality and value in that 
brand, whatever he may do to manipulate an 
extra profit on his "side lines" — which are his 
unadvertised brands or secondary grades. 

This situation is not only a good thing 
for Consumers, but in the end, a mighty good 
thing for Manufacturers — as we will prove to 
their satisfaction if they will write us for the 
evidence. 



37 



That Clearing House 

for Ideas— 
The Advertising Agency 



A Clearing House 
for Ideas 



THE Bank is a Middleman ! 
It deals in "Third Party" Goods. 
It borrows money from its Depositors. 

Then it loans that same money to its 
Customers. 

Every Advertiser uses a Bank. 

Why does he not "cut out" the Bank, 
borrow direct from the people who deposit in 
Banks, or loan his surplus direct to the peo- 
ple who borrow from Banks? 

Why employ a "Middleman" in his 
financing ? 

For the same reason that he employs a 
middleman in his Advertising, — the Advertis- 
ing Agency. 

Think it over and you'll see the par- 
allel— 

The Bank is not merely a Dealer in 
Money — 

41 



It is also a Maker of Credits— an Ency- 
clopedia of Special knowledge — a source of 
sure Information, and safe Guidance for its 
Customers, in Emergencies. 

The Advertising Agency is all this, and 
then some. 

Aside entirely from the Service it is paid 
to render, such as — 

— Plans and Copy— Space-buying— 

— Filing, Checking and Billing — 
— it renders a Service which is often beyond 
all these in value. 

Dealing with hundreds, almost a thous- 
and, live, wideawake Business Houses yearly, 
(in its capacity as Advertising Advisor) it is 
brought in contact with more business prob- 
lems each year than any individual Advertiser 
could come in touch with during a century. 

And this access to the inner facts of so 
many large Business concerns is a Business 
education unpurchasable in any manner and 
closed to practically every other vocation. 

If the Advertising Agent be himself a 
good student, quick to see the point in a busi- 
ness transaction and able to apply it he can, in 
a few years, without breach of confidence, ac- 
quire a rounded knowledge of business prob- 

42 



lems, and how to deal with them, which a 
life-time of effort in other individual business 
lines could not equal. Of course this presup- 
poses the necessary ability to assimilate and 
capitalize them. 

But, no man becoming the head of a 
really large Advertising Agency could hold 
that place for years, without being himself a 
man of unusually able Business Capacity. 

Because, the management of a large 
and successful Advertising Agency is a work 
which not only calls for an accurate and up- 
to-date knowledge of current business condi- 
tions, but an unusual ability to make quick and 
sure analysis of difficult situations as they 
arise. 

The Advertising Agent who was not a 
good judge of Men, — of the Influences that 
move them, and will move them again to 
desired action, could not remain at the head 
of any large Agency for long. 



Admit for the moment that such a man 
is most of the time managing his own busi- 
ness, instead of doing the actual Advertising 
work for his Clients. 

43 



Admit, for argument's sake also, that 
practically all the Space-buying, Copy, Check- 
ing and Billing are done by people he employs 
instead of by the Agent himself. 

What then does he personally supply to 
his Clients ? 

— First of all he must possess the exper- 
ience and capacity to know who are the ablest 
men in the field for the respective classes of 
work his Agency is to supply. 

As quality in that work is largely an 
intangible factor, he must be able to judge it 
by his own wide experience with hundreds of 
accounts in which various kinds of such work 
were tested out and used. 

He must be able to buy that Service, as 
well as buy Space, at a proper price — and to 
hold it in his employ through proper appreci- 
ation and diplomatic treatment of the Indi- 
viduals who can capably supply it. 

He must then be able to finance a huge 
volume of Advertising, and meet all bills of 
Publishers promptly, even if his own Custom- 
ers do not all promptly meet theirs. 

This is imperative in order that no 
favors be owing to Publishers, which could be 
used to influence his selection of Mediums, or 

44 



affect his bargaining in the Clients interest, 
for rock bottom figures by every known device. 

The Advertising Agency which cannot 
and does not pay all its bills promptly natur- 
ally cannot hope to command lowest possible 
rates for its Clients, or take advantage of 
many big opportunities in the Space-buying 
field as they continuously arise from time to 
time. 

Such an Advertising Agency is not really 
in position to command the Publishers* best for 
its Customers, but must often take what it can 
get in positions or rates. 

That is the Advertiser's loss. So he is 
entitled to investigate and make close com- 
parison of Advertising Agencies who pay all 
their bills promptly with other Advertising 
Agencies who pay when they can, using their 
Clients' Capital in the meantime. 



Here we arrive at an important phase of 
Advertising Agency "Service" which is so 
little understood that it is rarely quoted. 

Viz. — Business Conference and Business 
Advice — 

45 



Not merely Advertising Advice, which is 
due the Advertisers, under Contract. 

But, that confidential, and highly valu- 
able kind of Advice and Judgment which a 
good Banker would give to his Customer, when 
needed, out of his own wealth of wide experi- 
ence, as gained through thousands of cases 
he had been brought in touch with. 

Viz.— Able and Experienced Advice on 
Promotion of Sales— Business Policy — Organ- 
ization — Office System — Financial Tactics — 
Estimate of Market Tendencies, Supply and 
Demand— When it is wise to Retrench and 
when it is safe to Expand. 

All these are additional to the Service ac- 
tually pledged to Advertisers in the Commis- 
sions they pay. 

They are Services which could hardly be 
bought, for money, from any source so well- 
informed, reliable, experienced and interested 
in the Advertiser's success, as from the Head 
of a really great Advertising Agency. 

And these Services are included free of 
charge to Clients who realize their enormous 
value enough to ask for them, and utilize 
them. 

46 



The value of a ' "Super-Service" like this 
can hardly be over-estimated. 

Business men should realize that fact 
more than they seem to do, and choose their 
Advertising Advisors for their achievements, 
and their records of business Success, rather 
than for their Winning Ways. 

"Good-fellowship" has its place in the 
world — a magnificent place. 

But, Advertising is a Business — not a 
Social System. 

The able Banker does not secure his 
business through hobnobbing with his Cus- 
tomers, or courting their Deputies with En- 
tertainment — 

He earns their Confidence by refusing 
to develop business on that suspicious basis. 

Does the Banker need his Customer's 
Confidence any more than the Advertising 
Agent needs that of his Client? 

What should a big, broad-gauged Adver- 
tising Agency do and be able to do for its 
Clients. 

Drop us a line for the answer. Address 
LORD & THOMAS, Advertising Agents, 

Trude Bldg., Chicago. (New York Branch, 290 
Fifth Avenue). 

47 



APR 15 1911 



::/-..:;, 



LIBRARY OF CONGRESS 



021 048 498 A 




